Destination Markham 2021 Business Plan & Budget - Presentation Date: Monday, February 22, 2021
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Destination Markham 2021 Business Plan & Budget Presentation Date: Monday, February 22, 2021
The Destination Markham Corporation (DMC) is an arms length municipal corporation launched in April 2020 as the destination management organization (DMO) for the City of Markham.
Governance & Operation
The corporation is governed by 12 Board of Directors:
Mayor Frank Scarpitti Hiren Prabhakar Aarti Patel, Treasurer
General Manager, Toronto Marriott Markham Finance Director of Global Programs & Marketing,
David Miller, Chair of the Board Four Seasons Hotels and Resorts
Chuck Thibeault
Councillor Amanda Collucci Executive Director, Central Counties Tourism Kate Seaver
(RTO6) Principal and operator, Kate’s Garden
(Ward 6)
Councillor Andrew Keyes Councillor Khalid Usman
Shafiq Jiwani, Secretary
Entrepreneur, executive, and an IT professional. (Ward 5) (Ward 7)
Vice-Chair, Economic Development and
Herman Grad Culture Committee
Susan Mandryk
Senior Vice President of Marketing, MOVATI Athletic Principal and operator, Hilton Suites Toronto
Markham
Team: Markham Safe Marketing
Eric Lariviere
Ambassadors: Agency:
City Lead
Monica Pain Arpi Akelian Kayla van Zon
Interkom
Coordinator Celeste Sy
Ada Tam
Lia Baird
Stakeholder Relations Lead Kenneth Chin
2020 Key Accomplishments
Markham Safe Economic Recovery Plan
FedDev Regional Recovery and Relief Funding: $470,000
Markham Safe Ambassadors Activation
• Connected with 1,200 tourism and hospitality businesses across Markham;
• Distributed more than 1,100 Visit Markham Safely masks, and 680 business toolkits
in English and Mandarin;
• Completed 285 Business Recovery Surveys, providing meaningful insights on the state of the
tourism and hospitality sector and guiding recovery efforts;
• Developed a database of 2,300 tourism and hospitality businesses, sent 3,000 emails,
and more than 300 engagements for consumer facing activations;
• Engaged collaborative relationships with diverse tourism sector organizations, business
improvement areas and stakeholders i.e. Unionville Mainstreet BIA, Markham Village BIA,
Downtown Markham, Association of Canadian Chinese Entrepreneurs, and Chinese Cuisine and
Hospitality Association of Canada.
Business Recovery & Support
2020/2021 Workshops
December 17, 2020 February 8, 2021 March 8, 2021
How to Sell on Social Media How to Build an Instagram Building Brand Awareness with
Abtin Masseratagah, Northrn Mo & Facebook Strategy That Google Part 1: SEO Training for
Converts: Strategy & Content Beginners
February 3, 2021 Creation with General Assembly
Building Consumer Confidence with Lindsay Sganga, The Social Place
with POST Promise and Safe March 22, 2021
Travels February 22, 2021 Building Brand Awareness with
in partnership with Tourism Vaughan, How to Build an Instagram Google Part 2: Introduction to
with Laura Hearn, President & & Facebook Strategy That Google Ads
Executive Director of POST Promise Converts: Grow and Maintain a with General Assembly
and Beth Potter, President and CEO Digital Community
of Tourism Industry Association of with Lindsay Sganga, The Social Place
Ontario (TIAO)
February 23, 2021
Social Media Strategy Mapping
/ 社交媒体策略映射
presented in Mandarin, with Lexie Lou
from General Assembly
Destination Markham Brand Supporting Businesses and guiding Consumers Confidence through two major marketing initiatives:
Rouge River/
Milne Dam
Suspension
Bridge
Next Door Restaurant
Silver Tulip Boutique
Ambiyan Restaurant
Milne Dam Conservation Park Historic Unionville Main Street
Pod Coffee
There is a distinct Exploring Outdoors Making Memories Supporting Local Thanksgiving Dinner This Thanksgiving, we are
thankful for many things–
crispness in the air, Reesor’s Farm has opened their pick your own pumpkins The weather can be a bit unpredictable in autumn, but there For all our residents who are looking for something at Home for the businesses who
and with everything and corn maze until October 31 – a great way of enjoying
fun with the family and getting fresh air. Take photos at the
is plenty to do in Markham with the family, indoors! a bit more leisurely and whimsical, we would recommend
spending the afternoon in Unionville. Historic Unionville Although with new social gathering restrictions 2020
continue to persevere,
we have gone through pumpkin field, explore the corn maze and pick up a snack Joyride 150 is open seven days a week with strict occupancy
Main Street is a beautiful area of Markham to meander Thanksgiving will pale in comparison to previous years, we the frontline workers who
in, taking in the old-world charm of buildings and are still thankful that we can gather at all–and that there are
for the ride home! restrictions, so bring the kids and enjoy a fun-filled family continue to protect us, and
in 2020, sometimes
trendy shops. ways of connecting online to give thanks and appreciation.
excursion at the largest indoor bike park in Canada! There
This year Reesor’s farm has also launched a Junior Corn are riding areas for all skill levels, from easy to expert riders. Thinking of having Thanksgiving Dinner at home with for the community that has
all we need to do Maze, perfect for children. We also appreciate the new Joyride 150 offers street-inspired areas with rails, ledges,
We recommend starting your trip with a quick pit stop at
Pod Coffee–a stunning coffee shop you won’t be able to
your small family bubble? The Old Country Inn Restaurant
is offering a Turkey Dinner Take Out–including turkey,
banded together stronger
social distancing regulations they have in place – online and steps–we find it exhilarating just watching other riders
than ever.
is stop, take a deep
miss. Look for the sweet-natured white building with the
cornbread stuffing, gravy and cranberry sauce, mashed
reservations are required for all Fridays and Saturdays as conquer the obstacles! words “Coffee” on the front. Take advantage of their current
potatoes and vegetables.
well as Thanksgiving Monday, so to be sure to book your promotion to order a hot to-go beverage and enjoy the
breath, and be time slot!
Plan your own exhilarating ride at joyride150.com
beautiful streets of Unionville painted in fall hues! Make your Thanksgiving a little easier by placing
your order oldcountryinn.ca At Destination
thankful for what we Reserve your own experience at reesors.ca Looking for something a little bit more hands-on? Hub
Climbing Markham is open! Get the blood pumping,
There are several lovely shops to enjoy, whether you are Markham, we wish
Experience Essence of Unionville’s stunning Thanksgiving
have. Thanksgiving
looking to buy a token of appreciation for Thanksgiving
Markham has several beautiful parks to enjoy leisurely strolls
and what better way of admiring the fall colours than within
work off some of that pandemic stress and join us in being
thankful for all these amazing indoor activities in Markham.
or “just because”. From pottery painting at Crock A Doodle
to stunning dresses on Fall Promotion at the Silver Tulip
meal–a whole roasted turkey with all the trimmings for your
family. Southside Restaurant and Bar has a Thanksgiving
you all a Happy
weekend is almost the heart of nature? Hub Climbing Markham is an indoor rock climbing gym
with something for everyone and is open to the public
Boutique. Pick up some hand made confectionery at Old Special that has become a Thanksgiving tradition–and
with eating at home becoming the norm, this is a great Thanksgiving!
Firehall Confectionery, and discover what Unionville has
upon us, and at The Milne Dam Conservation Park is particularly stunning by appointment. to offer. Unionville Village Cleaners is also offering 15% opportunity to support our local businesses. Terre Rouge
has a preorder set up turkey meal, for us to enjoy in our
in fall, and our favourite viewpoint is from the Rouge River/ off should you want to handle a few errands while you are
Destination Markham Milne Dam Suspension Bridge. Inhale the crisp air (through All of our businesses are working hard to keep you safe, so in town. more intimate social circles.
your mask) and admire the way the trees have turned into a book your own rock climbing experience at
we wanted to share stunning backdrop. hubclimbing.com/markham If a turkey dinner isn’t your thing, Next Door Restaurant
is offering 10% off all takeout orders (food only) or take
some activities to The Markham Green Golf Club is a championship 9-hole
advantage of Ambiyan Restaurant’s October Specials.
enjoy right in our own public course nestled in the Rouge River Valley – they are
accepting appointments for Tee Time, what better location
backyard. to end off this years’ golf season?
Discover Markham your way.
Schedule your Tee Time Now at
markhamgreen.com
Markham Green Golf Club Reesor’s Farm
visitmarkham.ca
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Fall Staycations
Hilton Toronto/Markham Suites Hampton Inn & Suites
Conference Center & Spa by Hilton Toronto Markham
Pamper, sip and escape for a spa-cation weekend. The Hilton EventReady with CleanStay elevates
Hotels ready to
Take a wellness break with up to three of your cleanliness and customer service standards for
girlfriends or as a couple and forget all about the meetings and events, including meeting room
welcome you back!
responsibilities of the day-to-day just for Friday or seals, the EventReady Room Checklist and socially
Saturday night. Check into a spacious suite and responsible meeting room sets.
toast the weekend with some sparkling wine. Feel
markhamhamptoninnandsuites.com
refreshed with a 60 minutes Signature Facial from
Mernov Medi Spa. While you’re here, nourish your
appetite and enjoy a culinary experience at Essence @visitmarkham
@visitmarkham
of Unionville, lounge or room service.
With strict hygiene and safety protocols, new socially distant spaces and PPE
for staff, Markham Hotels are doing their utmost to keep #MarkhamSafe.
torontomarkham.hilton.com
Pandemic fatigue is real – take a break, rest, and recharge!
Toronto Marriott Markham Courtyard Toronto Northeast/ @visitmarkhamca
Uniting as an Industry Whether you’re looking for something to eat, revel
in some local shopping, or enjoy the fresh air along
the Rouge River; Downtown Markham is fit for a
truly urban lifestyle. Come explore the place that’s
Markham
TownePlace Suites Toronto
Northeast/Markham
The COVID-19 pandemic gave us a great many our business has been tremendous, but we have voluntarily gave up his off-duty time to take
loved by so many. We’ve partnered with some of
“firsts”. Lockdowns were introduced, school shifted remained resilient. We have continued to welcome me shopping for daily necessities. He drove 100 Members of Marriott Bonvoy™ will receive an
our community’s best restaurants and shops, to
online (no more snow days?), meetings were guests to our hotel, and we have made them feel kilometres every Sunday to pick up my daughter, exclusive, preferred rate (“Marriott Bonvoy Member
bring you offers that you can’t resist! Enjoy 15% of
Zoomed and communities adapted to new norms comfortable and confident travelling during these (so we could) meet.” Rate”) when they book rooms at participating hotels
participating local businesses on the historic Main
via direct Marriott booking channel! Experience
in holding social events. The world came to an challenging times by elevating our demanding –Guest Feedback, Residence Inn Markham Street, Unionville. It’s time to discover what’s in your
the thrill of redeeming for free nights, unexpected
unprecedented halt, and hospitality and tourism standards to an even higher level with new community. To book your Staycation Package, visit
delights, access to special perks and more!
were one of the hardest-hit sectors. protocols for the current circumstances through During this difficult time, the industry banded our website today!
our Commitment to Clean program.” together: they kept #MarkhamSafe. Reaching out marriott.com/yyzxm
marriott.com/yyzmr
During a time when a large percentage of hotels –Toronto Marriott Markham through the community to donate, volunteer, and marriott.com/yyzmt
shut down across the country and massive layoffs provide support where they could.
affected all demographics, the industry worked All the major brands have released guidance for their
tirelessly in trying to find ways to reopen safely. properties, laying out new cleaning protocols and JM Hospitality donated 1,000 facial masks to the
City of Markham in May, when the City desperately Residence Inn by Marriott Homewood Suites by Hilton
Occupancy rates for Hotels in Markham from June brand standards to keep guests and staff safe and
– August 2020 ranged from 12% to 38%. clean. IHG launched its Way of Clean program, Hyatt needed PPE. Save more so you can play more during your Toronto/Markham
extended getaway. Getaway with great deals Enjoy our Dream Away offer! Enjoy the flexibility of
has their Global Care & Cleanliness Commitment,
COVID-19 posed challenges never seen before, Monte Carlo Inns donated 1,000 water bottles, including savings on stays 5 nights or longer. early check-in, late check-out, and free early departure
Marriott assembled a Cleanliness Council to
requiring owners, managers and brands to take new 900 bottles of shampoo and 1,000 bottles of soap to While you work remote or travel with the family, we where available if you need to change your plans.
implement the Commitment to Clean initiative,
precautions to keep their employees and guests safe. Eden Food of Change. are ready to host you with special, seasonal savings.
and Hilton launched its CleanStay Experience. markham.homewoodsuites.com
The hospitality industry worked tirelessly with the residenceinnmarkham.com
The Toronto Marriott Markham donated 19 linen
government for support programs and continues to “Hilton CleanStay with Lysol protection will be
bins to Markham Stouffville Hospital, and launched
face new challenges. New practices include adding a rigorous system that incorporates RB’s trusted
a mask donation program, with all proceeds going
hand sanitizer stations in lobbies, disinfecting know-how and scientific approach to cleaning
to the Children’s Miracle Network. Hilton Garden Inn Monte Carlo Inn & Suites
surfaces like elevator buttons more frequently and practices and product offerings. Each room is
Savour the fall weather and warm yourself up with Downtown Markham
removing extra items in rooms, such as pens and evaluated by a Housekeeping Inspector to ensure “We at Monte Carlo Inns know it has not been a cooked to order hot breakfast, a perfect way
paper. Stay Warm, Stay Wonderful, Stay Connected this
the room meets CleanStay standards, placing the business as usual. We have however been blessed to start the day! winter with our Winter Promotion.
Hilton CleanStay Room Seal with Lysol * protection with an amazing team who has kept Join Hilton Honors and receive perks with every
The sector includes one of the most diverse Winter Promotion available from November 1st,
workforces in the country, and employees on the
over the door.”
–Hilton
our staff and customers safe.”
–Monte Carlo Inns
stay. Choose your room, access free WiFi, and more!
torontomarkham.gardeninn.com
20% all jacuzzi suites (based on availability). Historic Mainstreet Unionville
front-line have continued to work tirelessly to meet montecarloinns.com/downtown-markham-suites
guest demands. Brands have been tightening their What has been more striking than experiencing We might continue to live through unprecedented
cleaning protocols and heightening safety and a lockdown, new social distancing norms and times, and the fight is far from over- but as the
hygiene standards all to welcome back pandemic- Zoom everything, have been demonstrations of the
Discover Markham your way.
community keeps #MarkhamSafe, hotels are ready
fatigued guests. community banding together. to welcome you back: and we are ready to meet
them with open arms.
“In the hospitality industry, we are navigating “I felt the warm, meticulous, and warm service
through exceedingly difficult times. The impact on of the hotel. Every Saturday, your employee Article written by Destination Markham Corporation
visitmarkham.ca
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SHOW SOME
WE GET IT.
YOU NEED
A BREAK.
A staycation never felt so good.
SHOW SOME
SHOW SOME
WHAT’S ON YOUR
HOLIDAY MAKE YOURSELF
WISHLIST? COMFORTABLE.
Start wishing at
visitmarkham.ca/shop Holiday shopping just got easier.
OUR RESTAURANTS Start shopping at
NEED YOU. visitmarkham.ca/shop
Now. More than ever.
Get hungry at
visitmarkham.ca/eat @visitmarkham @visitmarkham
SHOW SOME
@visitmarkham @visitmarkham
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SHOW SOME
MAKING THE SAME
MAKE YOUR
HOLIDAY DINNER, AGAIN?
COZY. Your tastebuds need
a take-out intervention.
Find the perfect holiday décor
& enjoy curbside pickup, today.
WE KNOW Get hungry at
THINGS ARE Get shopping at
visitmarkham.ca/shop visitmarkham.ca/eat
DIFFERENT.
But, one thing that will always
be the same is a delicious
take-out holiday meal.
Get hungry at
visitmarkham.ca/eat
@visitmarkham @visitmarkham
@visitmarkham @visitmarkham
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2020/2021 Marketing Metrics
As of February 2021
Website
Twitter Instagram Facebook LinkedIn
Over Over Over Over 83,207
300 500 500 10,0000 Page views
pieces of content shared pieces of content shared pieces of content shared impressions
80,880 683,148 863,568 76
impressions impressions impressions followers
3,014 11,343 25,926
engagements engagements engagements
Online Advertising
110 2,016 10,662 yorkregion.com, globeandmail.com,
thestar.com, ccue.com, Ming Pao, Sing
followers followers post link clicks
Tao, and We Chat.
The Hashtags #VisitMarkham, 315 Almost
#MarkhamSafe and #Shoplocal followers 10,000,000
15,000 digital impressions
times on Instagram.Show Some Markham Love
Campaign Objectives
The December Show Some Markham Love campaign was aimed at supporting Markham businesses
in the retail and dining sectors with marketing support during (in normal times) one of the busiest
times of the year.
Campaign Goals & Objectives
• Add up to 500 Retail and Dining Businesses to the
Visit Markham Website’s Shop and Eat Database
• Garner 50,000 Page Views (clicks) to visitmarkham.ca
website
• Gain 2,000,000+ digital impressions
• Engage with over 5,000 people on Social Media
• Add 500 to 1,000 new contacts to the DMC Email DatabaseShow Some Markham Love Campaign Impact
December 10–31, 2020
2,137,583
Social Media Impressions
17,505 2,857
Social Media Engagements
DMC Email Database
56,663 2,185,550
Page Views on
visitmarkham.ca Digital Impressions
350
Businesses Signed Up
visitmarkham.ca launched December 10, 2020How Destination Markham Supported
Markham Businesses
“Destination Markham has • Over 500 Markham Businesses were profiled and promoted on DMC’s Social Media channels
been a great partner and (Twitter, Facebook, Instagram & LinkedIn) and in Visit Markham Itineraries
has helped grow our social
presence. Whenever they • 10 Markham Social Media influencers were engaged to profile local Markham Restaurants
post one of our items, to their over 100,000 Markham followers
we immediately see an
uptake in interest. They • Over 400 Businesses listed on the Destination Markham Eat & Shop pages
are thoughtful in what they
• All 16 Markham Hotel properties reflected on the DMC website with their own profile
share and communicate
well in regards to needs and
and unique page
timing. I’m grateful to have
• Over 128 Markham Businesses participated in DMC’s Free Workshop Series thus far
such a great advocate and
resource for our shop.” • Developed a Markham Business Toolkit to educate the business community on what grants
- Too Good General Store and supports are available during the pandemic (available in English & Mandarin)2021 Business Plan and Budget
Business Priorities 1. Governance, Strategic Leadership, Operation & Capacity Building Goal: To create an inspiring vision and strategic plan, and sustain business levels. 2. COVID-19 Business Support Goal: To prioritize support for hotels, restaurants, and the tourism industry small businesses, and sustain efforts to address the impacts of the pandemic. 3. Product & Experience Development Goal: To encourage the development of destination product and experiences through direct support and partnerships with key stakeholders. 4. Marketing and Communications Goal: To continue building a highly effective destination marketing program. 5. Industry & Stakeholder Relations/Outreach, Sustainability and Measuring Success Goal: Build DMC’s industry profile as Markham’s leading destination organization and primary resource. To grow DMC business through partnerships and fundraising, and to develop DMC KPI.
DMC Budget Summary Business Priorities Budget Allocations Governance, strategic leadership, operation, and capacity building Industry & Stakeholders relations/outreach, sustainability and performance measures Strategic Plan $ 40,000 Operations and administration $ 40,000 Staff and contracts $ 280,000 City Resources $ 86,000 Covid-10 Business Support and equipping $ 300,000 Product and Experience Development Destination Events/Attractions $ 150,000 Projects Support $ 100,000 Marketing and Communications Fee Agency $ 96,000 Marketing Costs $ 144,000 TOTAL BUDGET $1,236,000
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